Internet Marketing for Small Business

Marketing efforts are typically considered a success only if they drive leads and sales. While brand awareness is important, your stakeholders most often want to know that you’re converting your budget into profit. Yet, surprisingly many marketers don’t fully track everything related to their Ecommerce activity – or leverage that data to improve their campaigns.

Are you tracking the right data?

Most marketers understand the importance of setting up conversion tracking in AdWords and similar platforms. Yet, most only think about how many “conversions” they are receiving without ever considering that not all conversions should receive equal weight.

The demo requests, on the other hand, were actual hot leads since these were people potentially interested in using the product. Yet, both sets of leads were given the same consideration as far as total conversions, value and potential ROI. These leads, however, should have been weighted differently and dropped into two very different buckets: marketing qualified (MQL) and sales qualified leads (SQL).

Marketing qualified leads are all leads, i.e. every single type listed in the example. Sales qualified leads are leads that need to get to the sales people ASAP. These will be the leads that now need a salesperson to close the deal. The client is ready or near ready to buy.

Depending on the type of inquiry as well, higher value leads should be given priority, reflected in the value that it’s given in the conversion tracking fields. In order to make sure you calculate the lead generation value correctly, read this article.

Then in reports, higher-value conversions should be broken out from lower-value ones.

Gaining Value from Ecommerce Tracking

Oftentimes, we get stuck in the rut of simply looking at which campaigns are and are not converting, and for what CPA. You can, however, learn so much more if you dive deeper into the data.

Learning More About Your Customers

With a recent customer, we figured out that most of the conversions and traffic were coming from mobile, but the site wasn’t really mobile-optimized. This was hurting potential conversions. We decided that a landing page might be better in this scenario since it would be mobile-optimized. Understanding your customers is one of the first steps in improving your campaigns. You can get in-depth information on how and where your customers are consuming to better funnel marketing dollars.

How’s Your Cart Doing?

We as marketers sometimes forget that no matter how much we tweak a campaign, that might mean nothing if our cart isn’t working for us. Luckily, we can set up funnels to see where users are abandoning the cart.

As long as you have goals set up, you can determine where users are exiting the purchase process. To do this, follow these steps:

Go to Conversions, then Goals and Goal Flow.

Select a goal from the dropdown menu.

Move the mouse over each step in the funnel to determine the drop-off percentage.

You can then use this data to determine at which step most people abandon the cart. Do some investigation by going through the cart yourself. Compare this data to – for example – browser or mobile data to determine if these are barriers to completion.

How to Keep Track

All this data can be found in your analytics platform, especially if you use Google Analytics. You must, however, have Ecommerce tracking set up if you’re trying to capture this data in AdWords. To enable Ecommerce tracking,

• Go to your Analytics account, and then the right Account, Property and View.
• Go to View, and select Ecommerce Settings.
• Ensure that the Enable Ecommerce toggle is On.
• Click Next step.
• Then Submit.metric.

Source: Super Metrics

About LaraNet: We are a web design firm focused to help you to grow your business and communicate with your customers and prospects using two simple but powerful tools: 1) Interactive Website and 2) Internet Marketing Strategy on social networks like Facebook, YouTube, Twitter, LinkedIn, etc… Whether you want to work with just a web page, or launch or improve your presence on Facebook, Google+, LinkedIn or communicate with your customers through newsletters, or improve the location of your business in the search engines through Search Engine Optimization, or start marketing your products or services online, in LaraNet we can help you.

Internet Marketing for Small Business.

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